the Effect of Customer Perceptions of the Brand on His/Her Loyalty Mediated By Perceived Value by the Customer

Authors
Ali Bonyadi Naeini 1
Samaneh Namaki 2
Mona Fatehi 2
1 Assistant professor of Iran University of Science and Technology (IUST)
2 Expert
Abstract
Nowadays with increasing competition among service organizations, they are looking for a way to differentiate their services. This requires emphasis on the necessity of applying brand as a source of competitive advantage and differentiation. This study seeks to answer the following question: “what is the impact of customer perceptions of the brand on customer loyalty, mediated by perceived value?” Theoretical formed model tests the relationships between the four main factors associated with the perception of brand equity (including brand image, company image, employee trust, and company trust) and value creation and customer loyalty. The model is
Keywords
service brand
service quality
perceived value
Customer Loyalty
 
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Organizational Resources Management Researches
Volume 4, Issue 4
March 2015
Pages 1-21